Advertising and loyal female audience explain Globo’s hiring of Eliana

In the coming days, Eliana, 51, will be officially announced as Globo’s new presenter. Negotiations have been going on since at least March and an agreement has not yet been made public due to the formal end of her contract with SBT, which will only occur at the end of this week.

At the Rio media conglomerate, Eliana will have a weekly project on GNT. The blonde will be part of the Saia Justa bench, a female attraction that will feature Bela Gil, Rita Batista and Tati Machado in the current season.

In addition, she will be the presenter of the next season of Masked Singer Brasil, which premieres in 2025 on open TV. Eliana will replace Ivete Sangalo, who asked to leave the program after four seasons, citing tiredness.

Eliana’s name was being studied by Globo, at least, since 2023, according to the F5. In a market survey carried out at the beginning of last year, the São Paulo native was named the most relevant female name on television for women from class C.

Since the beginning of the 2010s, class C has been the one that watches the most open TV. Furthermore, Eliana is the most sought after female name in the advertising market for television ads. There was a queue of interested parties to join her on SBT.

Even with SBT in decline recently, its commercial breaks have always had great brands. In the last program on Silvio Santos’ channel, shown last Sunday (23), for example, a major action with the Downy brand was carried out.

A big fan of her hiring was Amauri Soares, executive director of TV Globo and Estúdios Globo, with whom Eliana met a few times, one of them last week.

In addition to Saia Justa and Masked Singer, Eliana will also help with important campaigns for the company. She will be in Criança Esperança this year, already as a member of the Globo cast. An interview on Fantástico and participation in the final of Dança dos Famosos are planned to officially introduce her to the public on the broadcaster.

Eliana was discovered by Silvio Santos in 1991. Then a singer in a children’s group, the blonde soon debuted as a children’s presenter. She stayed at SBT until 1998, when she transferred to Record.

He returned to SBT in 2009, again at the hands of the station’s owner. Since 2019, Eliana was deputy audience leader on Sunday afternoons. She often beat Rodrigo Faro, her main competitor at Record.

Recently, however, viewers have been questioning the presenter’s program, who have pointed out a certain stagnation. Internally, Eliana has also complained about the lack of investment.